Coca-Cola launches new can design, celebrates Olympics’ united spirit
By Ralph Tathagata
To celebrate the upcoming 2024 Paris Olympic and Paralympic games, and foster a global spirit of unity, Coca-Cola has launched a new stylish design. The new packaging communicates a motif of the gentle hug, inviting the world to embrace Olympics’ spirit of unity and teamwork.
The new can designs, created by artists Laura Normand, Aurélia Durand, and Bruno Mangyoku, exude sleek graphic artworks that form an embrace when two cans are placed together, while bringing it to life through physical togetherness.
Also, the latest initiative is accompanied by a beautiful ad campaign featuring champion Olympic swimmers Tatjana Schoenmaker, Lilly King, Annie Lazor and Kaylene Corbett. Despite their natural sporting rivalry, the emotionally uplifting ad showcases the women coming together in a celebratory embrace, marking the inclusivity and supportive spirit of the Olympics and the magic of human connection.
According to Coca-Cola, the new Coke cans are a symbol of the world reuniting after a tumultuous past few years of isolation and social distancing due to the COVID-19 pandemic. This year’s games, the brand noted, mark the welcome return of community and inclusivity.
In addition to the cola giant’s ‘It’s Magic When the World Gets Together’ campaign, Coca-Cola’s new can designs are a simple yet effective embodiment of the Olympics’ united spirit.
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